Having worked on brand transformations for some of India’s most storied companies, I’ve seen first-hand how delicate this process can be. At VGC, we’ve played a role in revitalising brands like the Aditya Birla Group and the Indian Institute of Science (IISc), amongst many others, both with legacies that are over a century old.
These experiences, alongside observing global rebrands like Burberry, Rolls-Royce and many others, have cemented one truth—rebranding a legacy brand is never just about a logo change. It’s about honouring history while embracing the future.
Take the Aditya Birla Group, for example. A conglomerate with deep roots in India’s industrial landscape, intertwined with India’s independence movement… its identity had to reflect not just its illustrious past but also its future-forward vision. The core concept—the radiant sun, from its iconic original logo (crafted by VGC in 1997)—was retained, but it was given a modern, digital-friendly facelift in 2016. After all, “Aditya” itself means “the sun.” The rebrand ensured that the warmth and brilliance of the legacy remained intact while making the identity adaptable and dynamic for today’s multi-platform world.
A similar philosophy guided our work for the Indian Institute of Science (IISc). This wasn’t just about modernising a brand; it was about respecting an institution that has shaped scientific thought for over a century. Instead of discarding its historical identity, we evolved it—turning the old crest into a ceremonial seal while designing a contemporary identity that symbolised progress.
This transformation wasn’t just cosmetic. It was the result of engaging with nearly 800 stakeholders—professors, students, alumni, and industry experts—ensuring that every element of the brand resonated deeply with those who shaped and were shaped by the institution.
Rebranding is rarely just an aesthetic decision. It’s an emotional and strategic move. Consumers develop relationships with brands over time, and any abrupt change can feel like a betrayal. A Rebrand also often involves the redesign of the brand or design language.
When Burberry underwent its transformation under Christopher Bailey, it wasn’t just about swapping a serif logo for a sleeker typeface. It was about shedding its “chav” stereotype and repositioning itself as a luxury brand of the future—one that embraced digital innovation while celebrating British craftsmanship.
Rolls-Royce faced a different challenge. The brand, synonymous with automotive excellence, needed to extend beyond its legendary cars into luxury experiences and innovation. Their rebrand leaned into a refined, minimalist aesthetic—less about engineering, more about aspiration. It reflected a shift from simply making cars to shaping a lifestyle of prestige and exclusivity.
Sometimes, the challenge isn’t just about redesigning an identity—it’s about handling the communication around a brand shift. This was the case when Century Textiles and Industries Limited transitioned into Aditya Birla Real Estate in 2024.
Here, the task wasn’t to create a new brand but to reassure stakeholders—investors, employees, and customers—that this change was aligned with the company’s long-term vision. Change can breed uncertainty, and how a brand communicates its transformation can make or break its success.
So, what does it take to successfully rebrand a legacy brand? It starts with asking the right questions:
What does the brand stand for today?
How has its audience evolved?
What elements of the brand must remain untouchable?
What needs to be reimagined to stay relevant?
The process then involves meticulous research—understanding the legacy, speaking to stakeholders, and identifying the emotional connections people have with the brand. Strategy defines the direction, and only then does design come into play.
A well-executed rebrand should feel like an organic evolution rather than a drastic makeover. It should leave people thinking, “This feels fresh,” rather than, “This isn’t the brand I knew.”
History is littered with rebrands gone wrong—think of Gap’s infamous 2010 logo change, which lasted just a week due to public backlash. Why? Because it failed to respect the emotional equity people had with the brand.
Or even Frooti’s rebrand (the jury’s still out on that one, so let’s not get into it) that wasn’t very well received at first.
A legacy brand isn’t just a company; it’s a story that has been told for decades, sometimes centuries. A good rebrand doesn’t erase that story. It adds a compelling new chapter.
Rebranding a legacy brand isn’t just about creating a logo that looks good on Instagram. It’s about understanding what made the brand iconic in the first place—and ensuring it remains relevant for the next generation.
And if done right? It’s not just a facelift. It’s a legacy reborn.
